Corporate branding is a broader concept than product branding, since it focuses on the mindset and character that a company possesses and its standing in the market. It helps in identifying the unique selling point (USP) of a business and differentiates it from other businesses in the board room market.

Corporate Branding offers a broad range of benefits including distinguishing businesses from competitors, improving customer relations as well as building trust and loyalty with consumers, and reducing the necessity for marketing products. It also permits the extension of a brand's name and the identification of new products over time since customers associate the products with a well-known brand.

A clearly defined brand is crucial for any business. It can be used for advertising, public relations, and recruitment. To ensure that the message of the company is effectively communicated, a strong corporate branding requires lots of analysis and strategy.

The process of creating a brand for your company can be a daunting task for small and large companies alike. While admen on Madison Avenue may have you believe that corporate branding peaks in their smokey, martini-soaked boardrooms, the rise of social media and the internet has brought with it numerous new challenges that require a fresh thinking. This is the reason why more companies are integrating their corporate branding into their marketing, communications, and even their social and environmental initiatives.